JAN 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 81 of 107

PLUGGED IN 80 DAYSPA | JANUARY 2016 in. As Google reminds business owners, "41% of users have turned to a competi- tor's site after a bad mobile experience." That's correct: Just as you can win new clients with mobile-readiness, you can turn them off permanently if you don't get it right. And you get it right by identifying your goals for the mobile site and combining those with the needs of your clients. In many ways, this is familiar territory for business owners, says Jeff Black, vice president of digital marketing and sales for Creative Age Publications (publishers of DAYSPA). "Businesses have had years of experi- ence in the physical world to learn what works, what draws customers to new products and how to convert people to customers," Black points out. "How ever, techniques that work in the physical world must be altered and customized to be successful in the digital world, even though the strategy might be similar." METHODS TO YOUR MOBILITY Exactly what do you want your mobile site to do for you and your clients? Be- low, Black zeros in on three common goals and specifi c measures you can take to stack the deck in your favor. If your goal is to… 1. Sell products: "Selling products online allows you to generate incremen- tal revenue, build an internal customer base for a longer sales cycle and con- vert online product sales customers to brick-and-mortar customers. There are two ways to execute a sales program. You can build a low-cost e-commerce site yourself, or you can leverage ex- isting e-commerce platforms such as Shopify ( and Magento (, which offer turnkey sales platforms that can have you selling product within a day. These platforms are mobile-optimized to ensure a positive user experience for your clients. You can leverage sales promotions, discounts and giveaways to build a contact database of clients and prospective clients to further upsell and increase frequency of visits." 2. Share basic info about your spa: "A picture really is worth a thou- sand words. Photo galleries and sliders should be leveraged to provide an enter- taining and unique way to present your spa. Whether you showcase professional, studio-quality images of the key elements of your spa or aggregate user-generated selfi es of clients during their visits, you want to summon the impression of a welcoming and unique experience that reinforces your brand equity and value proposition. In addition to images, you may want to consider including a down- loadable brochure, menu of services, pric- ing sheet, promotional sales sheet, prod- uct catalog or any other relevant material that can be easily emailed to a friend by your client or prospective client."

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